I have a SharePoint 2010 publishing site with all publishing features enabled. If I create an OOTB article page, my edit page experience looks like this:

However, when I edit my custom publishing page, my experience looks like this:

I expected my custom publishing page layouts to behave like the article page where editing fields were outlined with the field name in the "tab". Is this not the case or am I missing a bit of configuration?

To create my site columns, I used the following XML in a Powershell call to $rootWeb.Fields.AddFieldAsXml():

I had the same problem, it turned out that stupidly enough the PageImage field control makes the page include some extra css which render the field borders and titles. I had removed the control since my publishing pages didn't need a specific image, any image would be included using the rich text field. I added the field on the page again in a hidden (display:none;) div and al my fields rendered again in edit mode :-S.

I think I figured out a solution. Not sure if it is the correct one. In SPD, I created a new page layout based on my custom content type. Then, I borrowed the styling from one of the article page layouts. I used PageFromDocLayout.aspx but removed the UIVersion 3 code and the roll-up image. Worked nicely. Now, my custom page layouts have the nicer editing experience.